| Summary: | 碩士 === 南台科技大學 === 高階主管企管碩士班 === 98 === Look all around the changes of the current financial environment. After the financial tsunami raided the whole world. It is more stern for banking industry's operating.In under the financial commodity homogenization, liberalization,internationalization tide,The banking industry competition tendency was intense day by day. How to promote the competition of the bank. The traditional price war has been
insufficient to deal with the demand of the customer. The bank old some tradition marketing pattern will be compelled to change the non-price competition pattern.To promote service quality, relational marketing application,and establish enterprise image for strengthened competitive power. Achieves the purpose of customer satisfy and promotion loyalty.
This research main purpose lies in the discussion banking industry between the service quality, relational marketing, enterprise image, customer degree of satisfaction and customer loyalty relatedness .
This research uses the questionnaire survey procedure, take the Tainan, Chiayi,Yunlin area bank enterprise customer as the object of study, obtains 290 effective samples.
This research main utilization statistical analysis methods and so on reliability analysis, descriptive analysis, t-test , One-Way ANOVA different analysis, correlation analysis to analyze, then multiple regression analysis to verify each dimension of
relationship, and pick the SPSS12.0 statistics software for the statistical analysis tool, the main findings are as follows:
First, the personal backgrounds of corporate banking customer have obvious differences in the service quality, relationship marketing, enterprise image, customer degree of satisfaction and customer loyalty. In addition to different marital status and personal background characteristics of different occupations was no significant difference.
Second, Verifing by the correlation analysis was found, the service quality, the relationship marketing, the enterprise image, the customer degree of satisfaction and the customer loyalty and so on variable have the remarkable correlation.
Third, Found by the regression analysis to verify,the service quality, the relationship marketing, the enterprise image have a part of remarkable influence to the customer degree of satisfaction and the customer loyalty.
The results of the study obtained through analysis and integration, which are concluded for relevant medical institutions in their practical reference, management decision-making and future research suggestion.
Keywords ： Service quality, Relationship marketing, Enterprise image, Customer
satisfaction, Customer loyalty
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